The iPhone X Failed? What Went Wrong With Apple’s Ambitious Smartphone.

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( Apple is slowing down production of the iPhone X and everyone is thinking what went wrong? The iPhone X was launched soon after the iPhone 8 and 8 Plus and surprised everyone with its great display, hardware and features like Face ID and Animoji. The bad news is that highly promoted iPhone X failed to boost the global demand and there are several reasons behind why it’s happening.


If it is the most expensive smartphone from Apple, it needs to be the best. But there’s nothing to justify the insane pricing of the iPhone X. Other than the U.S. market, the iPhone X alone costs more than many premium laptops and in countries like India, you can even book a return ticket to Hong Kong, buy an iPhone X there, come back and save money because the smartphone is priced too much in the country. In big markets where Apple wants to establish itself well, the company failed to convince people to choose the iPhone X and pricing is one of the biggest reasons behind this.

Where’s the value for money?

It’s hard to believe that features like Face ID and big display in a small-sized phone are enough to justify the price. When smartphone industry is going through a huge transformation in terms of hardware specifications and design aesthetics, the iPhone X appears to be delivering something which is already available in the market. If we put Face ID and Animoji aside, there’s nothing groundbreaking in the Apple’s iPhone X. At the end of the day, consumers want value for their money and the smartphone by Apple fails to deliver the same.

Half-baked push into AR and AI

It seems that Apple’s push into augmented reality and artificial intelligence is not fully developed. You can not do anything different by using these technologies on the iPhone X. There are features that belong to Apple’s proprietary software and hardware, but it is really not enough to make customers believe that they can immerse themselves deeply in these technologies. In fact, Huawei made a great decision by introducing the first AI phone Honor View 10 and is capable of convincing people about the growth of software with the help of a dedicated NPU chip.

Lack of a specific target

Razor made a phone truly dedicated to gamers. Samsung’s Note series is there to attract professionals, but we still don’t know who is the ideal target audience for the iPhone X. Only those who can afford to buy a $1000 smartphone? That’s the problem with Apple’s marketing strategy. Defining a target audience helps project a product in the right direction so that people can easily choose or ditch the product on the basis of the needs it fulfills. The iPhone X doesn’t have any ideal customer profile. Only those who will buy anything that comes from Apple or those who are rich or want to appear rich using EMI’s chose the iPhone X while everyone else simply skipped buying this phone.

The downward trend

Apple phones have been seeing a drop in demand and sales since long. After the launch of the iPhone 6, the iPhone 7 variants didn’t perform as all were expecting and this trend is being followed by the other iPhone models. It is clearly visible that sales for the iPhone X are up and the phone was sold out in many cities around the world, but like how previously launched iPhones saw a big damage from competitors and Apple’s own iPhone disasters,  this is not enough to satisfy customers.

Competitors are beating Apple

In 2018, Apple will most likely face strong competition. Samsung, Huawei, Xiaomi, and Oppo are pulling fans out from the Apple ecosystem and this trend will likely continue throughout the year. People in the markets like China and other emerging countries are choosing different routes and sadly, it is not in the favor of Apple.

Staff Writer; Corey Shaw

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